Amazon Prime Video subscribers who value immersive visual and sound experiences may be disappointed by recent changes. The platform is moving its premium video and audio formats, Dolby Vision and Dolby Atmos, from the standard Prime Video subscription into a higher-priced tier.
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What’s Changing
Previously, titles supporting Dolby Vision HDR and Dolby Atmos surround sound were available to all Prime Video subscribers. However, starting in January 2024, access to these premium features will be limited to subscribers of Amazon’s ad-free, higher-cost premium tier.
Why the Shift?
Amazon’s decision, aligned with similar moves seen across streaming platforms, likely aims to increase revenue and further differentiate its service tiers. Dolby Vision and Dolby Atmos licensing incur additional costs for streaming platforms. Restricting access to a premium tier allows Amazon to offset these costs and encourage upgrades.
What Dolby Vision & Atmos Offer
- Dolby Vision: This HDR format offers superior brightness, contrast, and a wider color spectrum for a more vibrant, realistic picture.
- Dolby Atmos: Provides a more immersive audio experience thanks to object-based surround sound, delivering audio with greater precision and dimensionality.
Implications for Subscribers
Standard tier subscribers will continue accessing Prime Video content. However, without the ad-free tier upgrade, they’ll be limited to traditional HDR formats and stereo or standard surround sound. This move might frustrate those with compatible TVs and sound systems, as they lose access to content they previously enjoyed.
The Trend
Amazon’s move follows similar strategies by rivals like Netflix and Disney+, which reserve top-tier features for their pricier plans. This signals an evolving streaming landscape in which consumers face greater complexity when choosing platforms and subscription tiers. Expect this trend to affect budget-conscious streamers who prefer to keep subscriptions at their lowest cost.
Alternatives and Considerations
Subscribers unhappy with the change have options:
- Upgrade Tier: If those premium formats are essential, upgrading to the ad-free tier remains an option, albeit with a higher cost.
- Other Platforms: Competitors like Apple TV+ include Dolby Vision and Dolby Atmos within their standard subscription plans. This could prompt some users to switch services.
- Hardware Compatibility: Not every TV and sound system supports Dolby Vision and Dolby Atmos. Subscribers who don’t have compatible equipment won’t experience a difference.
The Future of Prime Video’s Feature Tiers
Amazon’s shift raises questions about how it might further differentiate its subscription plans. It’s possible Amazon could eventually explore introducing additional tiers with varying feature combinations and niche content offerings.
